The Quality of Internet-User Recall: A Comparative Analysis by Online Sales-Promotion Types
Esmeralda Crespo-Almendros and Salvador Del Barrio-García
University of Granada (Spain)
Management slant
- Promotional banners on utilitarian Web sites, such as online newspapers, should offer either financial rewards (discounts or coupons) or utilitarian incentives (incremental convenience or quality, e.g. free samples).
- Promotional banners on sites that offer hedonic benefits (online travel forums or social networks), should offer non-monetary hedonic incentives (premiums, games, or gifts).
- Such incentives encourage users to click on the banner, prompting recall of the brand, the product, and the sales promotion itself.
- Users who...